Prêmio invisível: publicidade e acessibilidade para cegos em Cannes

Abstract

How suitable are advertising messages for the visually impaired? Can advertisers and ads be decoded by all audiences? These are some of the concerns that moved the study that follows. Inclusion, minorities, accessibility and adaptation of advertising messages were important issues in this reflection that aims to discover how the Brazilian advertising ads awarded in the mobile category of the Cannes Lions Festival between the years 2009 to 2019 are accessible for people with visual impairments? To this end, it was decided to analyze the Brazilian advertising campaigns awarded at the Cannes Advertising Festival, the most important award in the area. This research is based on the concepts of: inclusion, presented by Sassaki (2009), accessibility, by Torres, Manzzoni and Alves (2002), minorities, according to Carvalho (2008), people with disabilities, Santos (2008), invisibility, discussed by Thomas (2008), citizenship, presented by Duarte (2007). As it also addresses a discussion about rights, the right to information is presented in accordance with the Brazilian Federal Constitution (1988), which is discussed briefly in this research. This is a study in Advertising, therefore, the theme of communication appears in the perspective of Santaella (2006) and digital communication (GALLI, 2004). The analysis method defined for this study is semiotics, as presented by Santaella (2006)